Kermit the Frog is the spokes-Muppet for Adidas Originals’ new Stan Smith sneakers campaign called ‘Stan Smith, Forever’ which sees the brand joined by a team of green icons on a journey to end plastic waste.
The campaign, developed with agency Johannes Leonardo, is led by a series of spots promoting the new trainer collection Led by the Kermit the Frog x adidas Originals Stan Smiths (featuring a recycled Prime Green upper and a more eco-friendly construction techniques) which become available on 29 March exclusively at adidas’ website and its physical stores worldwide (with select retailers stocking the product from 1 April).
The campaign, which was shot remotely in winter 2021, includes elements coming to life across TV, online video, social, retail, partner channels and out of home in key markets around the world such as New York to Shanghai.
The campaign kicked off with video content running across social and digital spaces aimed primarily at Gen Z audiences.
The long form ‘Being Green’ film sees Kermit speak about how being green is something everyone can be a part of and it featuring some obvious and not so obvious cameos appearances – such as Yoda, Groot, the Hulk and several other Disney characters – in what is also a celebration of the launch of a Disney x Stan Smith sustainable collection.
As well as Stan Smith himself, the creative also taps several adidas partners and endorsers with strong sustainability credentials including Yara Shahidi, Iddris Sandu and Nora Vasconcellos who are all individually advocates in sustainability and collective well-being.
The hero 60-second ‘End Plastic Waste, Stan Smith, Forever: Being Green’ commercial rolled out on 23 March and was supported by a trio of 10-second cut downs.
“Stan and Kermit had an instant connection, reminiscing together on a bench in a park as if we’d reunited long lost friends, said Johannes Leonardo Creative Director Mina Mikhael. “This bond was the basis for a series of shorts, listening in on their lunch plans, conversations, or simply hanging out. Two icons who speak loudly without needing to say a word, it was the perfect match for our campaign. While it may not be easy, sustainability has become an easy choice for the next generation. Our campaign celebrates all the small acts people do to make a big change. Whether it’s #trashtag clean-ups, favouring canvas bags over plastic, or even gardening, there are little things this generation is doing that will lead to real progress.”
Comment:
Sorry, we can’t resist it, it’s not easy being green but being backed by Kermit will surely help.
While the classic sneaker essentially targets ‘anyone with feet’ (even frogs), the key focus is the Gen Z market which priorities style and ecology in its purchasing.
The Stan Smith is a genuine trainer classic and it is again seeking to redefine what an athletic shoe can be and maintain relevancy and appeal to the next generation.
The collection is the latest strand in adidas’ commitment to helping end plastic waste over the next five years.
It was back in December 2020 that adidas Originals announced a collaboration with The Muppets and Disney.
The next wave of the adidas Originals Stan Smith Forever Collection will feature more sustainable takes on the classic silhouette inspired by other Disney, Pixar, Star WarsTM, and Marvel’s iconic characters including
This Disney collaboration follows hot on the heels of other recent big name addidas partnerships with brands such as McDonald’s and Lego.
Leave a comment
You must be logged in to post a comment.